Marketing

Presentation
Presented by.
Huma Maqbool
Nazia Khalid
Amanullah Jahangir
Tallha Liaquat
Presented to.
Sir. Khalid
Topic :-
Marketing research
 Marketing research

What is marketing research ?

Research play an important role in

three phases of management

Planning
Implementing
evolution
 Marketing research

Marketing research
function
Needs of Marketing research .

Research is not limited to a product.

 Marketing research

Use of marketing research

 Market & market segmentations

 Marketing mix even when a market

is
confident that a need is axis.

 Competition
Marketing research

Marketing information
system

MKIS. (Marketing information

system)

Includes real time data.

Information about marketing

 Marketing research

Request for information

System procedure for data
Collection retrieval
Analyses and
Marketing
Regular & customized report Storage dissemination
manager
 Marketing research

Include real time data

Generate regular report & recurring studies as needed

Analyze data using statistical analysis & mathematical

model that represent the real world.

Integrate old and new data to provide information

updates and identify trends.
 Marketing research

Designing a Marketing information system

The nature & quality of data available

The way in which data are processed

The ability of the operator of MKIS

Marketing research

Decision support system

DSS (Decision support system)
Dss is a computer based procedure

Dss contain data describing the market ,

customer competitor ,social trend &the
organization performance
 Marketing research

Dss has method of analyzing data

Formulate question

Generate respond

Marketing Formulate new question

Dss
manager Personal
Computer
Generate respond
With
Access To
Formulate new question Databases
&
Analytical
Generate respond methods
Marketing research
Marketing research procedure.

Define the objective

Conduct situation analysis

Conduct informal investigation

Further study
End project & report result
needed

Plan & conduct formal investigation

Analyze data & report results

Conduct follow-up
 Marketing research

Define the objective

Set the objective

Define A problem or opportunity

 Marketing research

Conduct situation analysis

Analysis the situation

Of company

Its market
Its competitor
To find possible solution
of a problem.
 Marketing research

Conduct informal investigation

Available information from people

Inside or out side a company
Middle man
Competitor
Advertising agencies
consumers
 Marketing research

Plan & conduct formal investigation

Survey the market

See consumer behavior

Collect data by consumer what they want

 Marketing research

Analyze data & report results

S strength
W weakness
O opportunity
T threat
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Competitive intelligence

Scrap finding

Conducting interviews

Hiring competitor employs

 Marketing research

Attending seminars

Informal gossips with

competitor employees

Computer hacking
Marketing research

spying

Eave
dropping
Marketing research

THE END.